Amazon’s new Shop Direct Merchant Workspace makes it even easier for stores across the web to have their products discovered by customers on Alexa for Shopping and Amazon

Key takeaways Amazon launches the Shop Direct Merchant Workspace, a free self-service portal that makes it easy for eligible merchants to connect their stores to Amazon and get their products in front of hundreds of millions of customers.

Merchants can reuse product catalogs they’ve already built for other shopping destinations and connect through established third-party providers like Feedonomics, Salsify, CEDCommerce, and VersaFeed.

Since launching last year, tens of millions of customers have discovered hundreds of millions of unique products from other stores through Shop Direct, with Shop Direct products appearing in hundreds of millions of searches monthly.

Amazon’s store offers a broad selection of hundreds of millions of products, including 300 million items available with fast, free Prime delivery, across more than 35 categories including home, apparel, beauty, grocery, and everyday essentials.

Amazon gives sellers an even smarter Seller Assistant and a new plugin for Amazon Quick and Anthropic’s Claude Sellers can now automate routine tasks 24/7 with Seller Assistant and bring their Amazon data and Seller Central insights into the AI tools they already use.

In addition to providing customers broad selection, low prices, and fast delivery in our store, we’re also building the best agentic shopping assistant, Alexa for Shopping, which, among a broad range of capabilities, helps customers discover and buy selection from other stores across the web through Shop Direct, Amazon's agentic shopping program.

Our goal is that when customers search for specific products or brands that aren’t sold in our store, we want to provide them easy ways to find and buy them on Amazon and our Alexa for Shopping agent.

Since introducing Shop Direct last year, tens of millions of customers have discovered hundreds of millions of unique products from other stores, and Shop Direct products are appearing in hundreds of millions of searches monthly.

These items build on our already broad selection to help ensure customers can find what they are looking for even if Amazon doesn’t carry it.

Now, Amazon is launching the Shop Direct Merchant Workspace with a fast, free direct AI connector from their store to Alexa for Shopping and Amazon to make it even easier for merchants to join and grow their selection in the program. What is Amazon’s Shop Direct Merchant Workspace?

The Shop Direct Merchant Workspace, a self-service portal that allows eligible merchants to register for Shop Direct and connect their store to Amazon The Shop Direct Merchant Workspace is a self-service portal that gives any eligible merchant the ability to register for Shop Direct and connect their store to Amazon, so their products are discoverable to customers using Alexa for Shopping and the Amazon shopping website and app.

Through the Merchant Workspace, merchants can submit product feeds and manage their participation. The Merchant Workspace also gives merchants visibility into which of their products are active and available to Amazon customers through Shop Direct.

Selection connected to Shop Direct may be displayed to Amazon customers in relevant searches and within Alexa for Shopping. Customers who are interested in learning more about a product or buying it can tap the "Shop Direct" button on the product page to be directed to the merchant's store.

They’ll receive a notification that they're leaving Amazon before being directed to the merchant site to see product details and complete the purchase.

Amazon introduces feeds to make it easier for merchants to reach more customers through AI-powered Shop Direct In response to interest from merchants, Amazon is making it easier to sign up to participate in Shop Direct through third-party feeds that streamline reaching new customers and driving traffic to their stores.

When eligible, products within Shop Direct may be purchased using Amazon’s agentic buying tool, Buy for Me, which handles the entire purchase process on the customer’s behalf. Customers tap the “Buy for Me” button and confirm their order details on Amazon’s familiar interface—including delivery address, taxes, shipping fees, and payment method.

Amazon’s AI then securely completes the purchase from the merchant’s website. Merchants who are already Amazon sellers may also be eligible to participate in Shop Direct and list selection they don’t currently sell in Amazon’s store. Amazon sellers who are interested in the Shop Direct program should reach out to “ shopdirect@amazon. com.”

Merchants who are interested in selling directly in Amazon’s store and using our range of selling partner services including Fulfillment by Amazon and Amazon Ads can visit Amazon Seller Central to learn more and sign up. Why should merchants join Shop Direct?

As customers increasingly look to Amazon and Alexa for Shopping as the place they start any shopping mission—not just from Amazon’s store—merchants who aren’t participating in Shop Dir